In honor of Mother’s Day in the U.K., British advertising agency Mother London unveiled a giant inflatable breast — complete with a nipple — on top of a building in the Shoreditch area of London. In a statement from the advertiser’s website, Mother London explained that the project was meant as gesture of support for women who had been made to feel embarrassed or ashamed for feeding for their babies in public.

“It’s hard to believe that in 2017, U.K. mothers still feel watched and judged when feeding public, by bottle or beast,” Mother London wrote in a blog post. “This was our Mother’s Day project. A celebration of every woman’s right to decide how and where they feed their children without feeling guilty or embarrassed about their parenting choices. #FreeTheFeed.”